JRSSEM 2023, Vol. 02, No. 8, 1835 – 1845

E-ISSN: 2807 - 6311, P-ISSN: 2807 - 6494

DOI : 10.59141/jrssem.v2i08.394 https://jrssem.publikasiindonesia.id/index.php/jrssem/index

THE INFLUENCE OF EXPERIENTIAL MARKETING ON

TOURISM VISITOR SATISFACTION IN TANJUNG SAKTI

(SINDANG PANJANG AGROTOURISM AND WARM

WATER)

Elvera

Sastra Mico

1,2

Institut Teknologi dan Bisnis Lembah Dempo, Universitas di Pagar Alam, Sumatera Selatan,

Indonesia

e-mail: elvera@lembahdempo.ac.id, Sastramico@lembahdempo.ac.id

*Correspondence: elvera@lembahdempo.ac.id

Submitted

: February 25

2023

Revised

: March 16

2023

Accepted

: March 25

2023

Abstract: This study aims to determine whether there is an influence of Experiential Marketing on

Visitor Satisfaction and to find out how much the Experiential Marketing Variable has on Visitor

Satisfaction in Tanjung Sakti Tourism in Sindang Panjang and Air Warm Agrotourism. This study

uses an associative research method with a quantitative approach. There are two variables used in

this study, namely Experiential Marketing (X) and Visitor Satisfaction (Y). This data collection was

obtained by distributing questionnaires to Tanjung Sakti Tourism Visitors at Sindang Panjang and

Air Warm Agrotourism. The sample used in this study was 100 respondents using Simple Linear

Statistical Analysis and Sampling techniques. The results of the Simple Linear Regression Analysis

Test in this study indicate that Experiential Marketing has a positive effect on visitor satisfaction. It

can be seen from the Simple Regression Analysis, namely: Y = 0.798 + 0.475. Which is a constant

value of 0.798, the regression coefficient value of Experiential Marketing has a positive effect, which

means that if the Experiential Marketing Strategy increases by one unit, visitor satisfaction will

increase by 0.475 units. The Experiential Marketing Strategy has a significant effect on Visitor

Satisfaction which can be seen from the results of the t-test where the significant value is 0.000,

which means it is smaller than 0.05 so the hypothesis is accepted.

Keywords: Experiential Marketing; Satisfaction.

Elvera

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|1836

INTRODUCTION

With regional autonomy, each region

will try to develop its potential to stabilize

its finances so that they have a good impact

on its communities. One sector that gets

more attention in regional development is

tourism, the tourism industry has become

one of the industries that can be relied

upon to generate foreign exchange in

various countries (Kurnianto et al 2013).

Due to the phenomenon of the world

of tourism which has developed into a

worldwide industry and also a growing

business industry. Innovations are the main

factor in winning a business competition,

especially tourism destinations.

Destinations that are fully packaged such as

unique attractions and the best service will

have a competitive advantage and are

widely chosen by tourists. Indonesia has

great potential for tourism development

because of the diversity of culture,

language, customs, and natural conditions

it has to be used as a tourist attraction.

One of the marketing concepts that

can be used to influence consumer

emotions when visiting tourist attractions is

Experiential Marketing, which is a

marketing concept that not only provides

information and opportunities for

customers to gain experience for the

benefits gained but also evokes the

emotions and feelings they experience.

impact on marketing, especially sales.

Experiential Marketing is an unforgettable

experience or an experience that makes a

deep impression on the minds of

consumers (Lee et all 2011).

It can be said that experiential

marketing is a strategy or effort carried out

by business people to consumers so that

consumers get unforgettable real

experiences and give a deep impression of

the activities and stimuli provided by

business people to consumers who hope to

be able to increase sales and brand.

image/awareness.

There are many tourist objects in Pagar

Alam and Tanjung Sakti with all their

strengths and weaknesses, but the author

chose the research object at Sindang

Panjang Agrotourism and Tanjung Sakti

Warm Water for research.

LITERATURE REVIEW

Definition of Experiential Marketing

Experiential Marketing is marketing

that offers products or services by

stimulating consumer emotional elements

that produce various experiences for

consumers (Schmitt in Kusumawati 2011).

One of the main essences of experiential

marketing is the creation of different types

of experiences for customers.

This experiential marketing is a

strategy or effort carried out by business

people for consumers so that consumers

get unforgettable real experiences and give

a deep impression of the activities and

stimuli provided by business people to

consumers who hope to be able to increase

sales and brand image/awareness.

In this stage of experiential marketing,

producers see the customer as a customer

who has emotional value, namely a view

that emphasizes the relationship between

the producer and the customer to the point

where the customer is not forgotten by the

customer. The higher the quality of service

1837 | The Influence of Experiential Marketing on Tourism Visitor Satisfaction In Tanjung Sakti

(Sindang Panjang Agrotourism And Warm Water)

products provided, the higher the

satisfaction received by customers, it will be

able to generate profits for the company.

These types of experience consist of

sensory experiences (sense), effective

experiences (feel), cognitive (think),

physical and lifestyle experiences (act), and

experiences of social identity resulting from

reference groups or culture (relate) (Schmitt

in Dewi, 2013).

Experiential Marketing is marketing

that is carried out by creating experiences

for consumers, this marketing strategy is

based on the two-way nature between

brands and consumers, where consumers

are involved because they actively

participate in the experiences that

companies do for consumers. Experiential

Marketing allows consumers to play a role

in the success of experiential marketing, so

this type of marketing is also often known

as engagement marketing. This marketing

strategy can also be said to be almost the

same as the term event marketing, but it

must be understood that not all event

marketing can be considered as providing

a full experience to consumers.

Some of the advantages of experiential

marketing are:

1. Build authentic relationships with

customers

2. Increase brand loyalty

3. Obtain data about customers

4. Social impact and word-of-mouth

5. Active understanding of

products/services

At this stage of experiential marketing,

producers see consumers as people who

have emotional value, namely a view that

emphasizes the relationship between

producers and consumers up to the stage

of receiving unforgettable experiences by

consumers.

Experiential Marketing Dimensions and

Indicators

Modules that can be used to create various

types of experiences, (Schmitt, 2017)

Strategy Experiential Modules (SEMs)

include:

1. Sense

Sense marketing focuses on feelings to

create experiences through the five senses

of the customer. Since marketing can be

used to increase product value, the

indicators used in senses are sight, taste,

smell, and touch.

2. Feel

Fell is a strategy and implementation to

give brand influence to consumers through

communication (advertising), products

(packaging and contents), product identity

(co-branding), environment, websites, and

people who offer products. The goal is to

be able to influence the emotions and

moods of consumers, feelings are formed

by emotions, feelings, and moods.

3. Think

The goal of think marketing is to encourage

consumers to be interested and think

creatively so that they may be able to re-

evaluate the company and brand. Think has

indicators: convergent, divergent, surprise,

intrigue, and provocation.

4. Act

It is a marketing technique for creating

consumer experiences related to the

physical body, long-term behavior and

lifestyle, and experiences that occur from

interactions with other people. Indicators of

act interaction, action, and lifestyle.

5. Relate

Relate is a combination of the four aspects

Elvera

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|1838

of experiential marketing, namely sense,

feel, think, and act. In general, related

experience shows relationships with other

people, and other groups (eg countries,

societies, and cultures).

Consumer Satisfaction

Definition of Consumer Satisfaction

Consumer satisfaction can be felt after

consumers compare their experiences in

purchasing goods/services from sellers or

providers of goods/services with the

expectations of the buyers themselves.

These expectations are formed through

their first experience in buying an

item/service, comments from friends and

acquaintances, as well as promises and

information from marketers and

competitors. Marketers who want to excel

in competition must pay attention to

consumer expectations and consumer

satisfaction. Satisfaction is when consumers

meet their needs, it is a consumer assessing

a product or service feature. This is a

decision that is obtained by consumers

related to fulfilling needs.

Satisfaction is the level of one's feelings

after comparing the perceived

performance/results with Oliver's

expectations. Customer satisfaction is

something that is the hope of companies,

especially in the hospitality sector.

Satisfaction is obtained when the needs

and desires of customers are met, while

human wants and needs are always

changing and have no limits. According to

Mill and Morrison (2019), tourism

destinations are described as a mix of

various items, which is abbreviated as

AFITH. These elements are 1) attraction, 2)

facilities, 3) infrastructure, 4) transportation,

and 5) hospitality.

Customer satisfaction is an individual's

perception of product or service

performance about the customer's

expectations. Each individual will have

different expectations. To achieve an

advantage in the tourism industry is to get

a lot of visitors and be able to outperform

competitors. For this reason, everyone

involved in it is required to be able to do a

better job, which fulfills and satisfies the

needs of tourists to the fullest. According to

Wyckoff, (in Tjiptono 2014: 268), service

quality is the level of excellence expected

and control over that level of excellence to

fulfill customer desires.

Conceptual Framework for Thinking

The conceptual framework in this study is the Effect of Experiential Marketing (x) on Visitor

Satisfaction (y)

Source: Data processed by the author, 2022

Experiential Marketing (X)

1. The five senses

2. Feelings

3. Think

4. Action

5. Relationships

Schmitt in Andriani (2017).

Consumer satisfaction (y)

1. Performance

2. Hope

Kotler & Armstrong (2012:13)

1839 | The Influence of Experiential Marketing on Tourism Visitor Satisfaction In Tanjung Sakti

(Sindang Panjang Agrotourism And Warm Water)

MATERIALS AND METHODS

The method used in this research is

associative research, according to Sugiyono

(2012: 36), associative research is research

that aims to determine the relationship

between two or more variables, this

research has a high level compared to

descriptive and normative.

RESULTS AND DISCUSSION

Validity test

Validity test to measure the extent to

which a tool can measure what it measures.

Testing is the correlation value (r) of all

variables and items. Validity testing is

carried out using the correlation coefficient

indicated by r-count>r table, where the r-

table value is 0.195, it is said to be valid. In

this study, validity testing was carried out

on the independent variables and the

dependent variable. After further data

processing, the results are obtained as in

the following table:

Table 1. Experiential Marketing Variable Instrument Item Validity Test Results

Variabel

Butir

r-hitung

r-tabel

Keterangan

0,852

0,195

Valid

0,831

0,195

Valid

0,805

0,195

Valid

Experiential

0,788

0,195

Valid

Marketing

0,839

0,195

Valid

(X1)

0,848

0,195

Valid

0,785

0,195

Valid

0,816

0,195

Valid

0,798

0,195

Valid

Based on the statement indicators on

Experiential Marketing (x) with 9 question

items, after the results of the validity test it

appears that all question items are valid,

they are said to be valid because they have

a correlation value above 0.195. So after

testing the results of the validity it appears

that all question items are said to be valid.

Table 2. Satisfaction Variable Instrument Item Validity Test Results

Variabel

Butir

r-hitung

r-tabel

Keterangan

0,906

0,195

Valid

Kepuasan

0,888

0,195

Valid

Pengunjung

0,832

0,195

Valid

(Y)

0,867

0,195

Valid

Elvera

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|1840

Based on the statement indicator table on

Visitor Satisfaction (y) with 4 question

items, after conducting the validity test

results it appears that all question items are

valid, said to be valid because they have a

correlation value above 0.195. So after

testing the results of the validity it appears

that all question items are said to be valid.

Reliability Test

Reliability is a measuring tool to show

the extent to which measurement results

can be trusted. The measurement results

can be trusted if several times

measurement of the same group of

subjects obtains the same results. As long

as the aspects of the subject being

measured have not changed. The criterion

is that the instrument has a high level of

reliability if the coefficient value is ≥ 0.60.

Table 3. Experiential Marketing Variable Reliability Test Results

Source: Processed by the Author, SPSS 0.18

In the table, the results of the reliability test

on the Experiential Marketing (X) variable

have a value of 0.937, so it can be

concluded that each statement item is

reliable, because it has Cronbach's alpha if

the item deletes value above 0.60.

Table 4. Visitor Satisfaction Variable Reliability Test Results (Y)

Reliability Statistics

Cronbach's Alpha

N of Items

,895

Source: Processed by the Author, SPSS 0.18

In the table, the results of the reliability

test on the Visitor Satisfaction variable (Y)

have a value of 0.895, so it can be

concluded that each statement item is

reliable, because it has a Cronbach's alpha

if the item delete value above 0.

Cronbach's Alpha

N of Items

,937

1841 | The Influence of Experiential Marketing on Tourism Visitor Satisfaction In Tanjung Sakti

(Sindang Panjang Agrotourism And Warm Water)

Simple Linear Regression Test

Coefficients

Model

Unstandardized

Coefficients

Standardized

Coefficients

Sig.

Std. Error

Beta

(Constant)

-,798

,868

-,919

,360

TotalX

,457

,021

,913

22,113

,000

a. Dependent Variable: totally

Source of Primary Data Processing Results Using SPSS 0.18 May 2022

Based on the equation in table 4

above, a simple linear regression equation

is obtained as follows: Y = -0.798 + 0.457X.

Therefore it can be explained that

Experiential Marketing has a significant

value of 0.000 <0.05, so Experiential

Marketing has a significant positive

influence on Visitor Satisfaction.

T-test

The t-test is used to determine whether

the independent variables partially have a

significant or not significant effect on the

dependent variable. The degree of

significance used is 0.5 if the significant

value is smaller than the degree of

significance, the alternative hypothesis is

accepted, which states:

HO accepted t-count<t-table at a = 5%

HO rejected t-count> t-table at a = 5%

Coefficients

Model

Sig.

(Constant)

-,919

,360

TotalX

22,113

,000

a. Dependent Variable: TotalY

Based on the table above, it is

explained that the t-value is 22.113 and the

sig value is 0.000 or <0.05. So it can be

concluded based on the submission of the

hypothesis if the sig value <0.05 then the

submission of the hypothesis is accepted.

Thus the t-test hypothesis of the marketing

variable Experiential Marketing has a

significant positive effect and can be

accepted the direction of the positive

regression coefficient means that

Experiential Marketing has a partially

significant effect on Visitor Satisfaction.

Discussion

The results of this study indicate that

the results of each independent variable

(Experiential Marketing) can be explained

based on the results of the Validity Test in

table 4 where all r-count statements are

Elvera

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|1842

greater than the r-table value (0.195) with

the lowest value 0.785 and the r-count

value the highest is 0.852 thus all

statements are said to be valid and meet

the requirements as a measuring tool for

Experiential Marketing Strategy. While the

statement of the dependent variable

(Visitor Satisfaction) shows that the r-count

value is greater than the r-table (0.195) with

the lowest r-count value of 0.832 and the

highest r-count value of 0.906. Thus the

entire variable statement is declared valid

and meets the requirements as a measuring

tool for the Visitor Satisfaction variable.

Based on the reliability test, it is known

that the Cronbach`S Alpha value is> 0.06 in

the Experiential Marketing (X) variable, and

the Cronbach`S Alpha value is 0.973 > 0.60,

so the statement items that measure the

Experiential Marketing variable are

declared reliable. As for the variable Visitor

Satisfaction (Y), the Cronbach`S Alpha value

is 0.895 > 0.60 so that the statement items

that measure the research variables are

declared reliable.

The beta coefficient value (B) of the

Experiential Marketing Variable is 0.475 and

the constant value (a) is 798. This indicates

that the effect of the Experiential Marketing

variable on Visitor Satisfaction is 22.113

between Experiential Marketing on Visitor

Satisfaction so the regression model

equation obtained by the promotion

strategy Y = -798+ 0.475X. The test results

of the Effect of Experiential Marketing on

Visitor Satisfaction show a Value (Sig) of

0.000. There is a positive effect between

Experiential Marketing on Visitor

satisfaction. The effect is significant (0.000

<0.05).

From the results of the studies above,

it means that the Experiential Marketing

Strategy is very important in marketing,

and can increase visitor satisfaction with

the products/services it sells in the process

of delivering products to

consumers/visitors and achieve company

goals in the form of optimal

product/service sales, then marketing

activities used as a benchmark for each

company. A business that does not have the

ability or has a weak ability to introduce

products through a promotional strategy

with experiential marketing, the business

can be left behind and a more effective

experiential marketing promotion strategy

may be carried out by competitors. A

business that does a good experiential

marketing promotion strategy can increase

consumer interest in visiting tourist

attractions.

Then this research is also the same as

research conducted by (Rosita et al., 2015).

The results of the research on the

simultaneous effect of experiential

marketing on customer satisfaction at Sinar

Rahayu Negara supermarkets in 2014.

Show that experiential marketing has a

significant effect simultaneously on Sinar

Rahayu Negara supermarkets in 2014. This

can be seen from the results of t-count>t-

table or 88,933> 2.47 with a significant level

of 0.000 <0.05. The magnitude of the effect

of simultaneous experiential marketing on

customer satisfaction at Sinar Rahayu

Negara supermarkets in 2014 was 0.816 or

81.6%. Experiential Marketing has a

significant effect on customer satisfaction

at Sinar Rahayu Supermarkets in terms of

the sensory dimension. This is indicated by

the value of t-count = 2.534> t-table

1843 | The Influence of Experiential Marketing on Tourism Visitor Satisfaction In Tanjung Sakti

(Sindang Panjang Agrotourism And Warm Water)

1.98525 or p-value = m0.0013 <a=0.05.

This is both partially and

simultaneously by the theory put forward

by Garbarino & Johnson (2002), overall

satisfaction is based on the purchase and

experience of consuming goods and

services. A good and memorable

experience will create positive feelings or

feelings of satisfaction and emotion

towards the brand.

CONCLUSIONS

Based on the results of data analysis in

this study, it can be concluded as follows:

1. There is a positive and significant

influence from the Experiential Marketing

strategy on Visitor Satisfaction in Tanjung

Sakti tourism so that it can influence visitor

perceptions as indicated by the validity test

with t-count > t-table with the lowest t-

count (0.785) and the highest t-count

(0.906)>t-table (0.195).

2. From the results of the reliability test of

the Experiential Marketing (X) variable as

shown in the table, the Experiential

Marketing variable shows a Cronbach's

alpha value of 0.937, the Cronbach alpha

value of the Visitor Satisfaction variable (Y)

is 0.895 where the values of these two

variables show results that are Reliability

Coefficient with Cronbach values alpha is

greater than 0.6(>0.6) respectively.

3. It was found that there was a good effect

of the Experiential Marketing Strategy

variable on visitor satisfaction. An effort

that carried out a Promotional Strategy

with Experiential Marketing well could

increase visitor interest in traveling in

Tanjung Sakti. Based on partial testing (t-

test) the results of the study prove that the

Experiential Marketing Strategy has a

positive effect and has a significant value

(sig) of 0.000 in the coefficient table with a

value of ɑ (significant degree) 0.05 means

0.000 or there is a significant influence of

Experiential Marketing on Satisfaction

Visitors. Simple linear regression test results

from 0.000. With a significant value of 0.000

<0.05 with a constant value of Y = 798 +

0.457X, that visitor satisfaction has a

significant influence on Experiential

Marketing.

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